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Times were tough in the late 1970s when the Chopjian family began its journey to design and sell exquisite jewelry in metropolitan Detroit. The political and economic climate was such that hardworking Americans were on an uneasy footing. While hardly an ideal time in which to open a business, that didn’t stop Toros, Matios, Onnig, Jacques, and their mother, Mayda, from pursuing their dreams.
In Detroit, they began doing design and repair work for several independent jewelry firms and department stores throughout the Midwest. As their reputation for fine craftsmanship grew, so did their business, prompting a 1983 move to a new facility in suburban Southfield, and a new name to go with it - Flash Jewelers.
It was then that the Chopjians began looking for new ways to complement their growing venture. Several years later, a well-known Detroit jewelry name crossed their path - Motif Manufacturing Co., Inc. The Chopjians purchased much of the existing equipment from the shuttered company’s headquarters in downtown Detroit’s David Whitney Building, which included thousands of unique molds. The acquisition spurred the 1989 creation of Flash Manufacturing to utilize these molds and equipment, which are still in use today.
Toros Chopjian was fascinated by the Motif name and its deep roots in Detroit. This, coupled with his desire to fuel the fledgling company’s expansion into retail, led to the creation of Motif Diamond Design, Inc., the parent company of Motif Jewelers. In 1996, Motif opened its first retail outlet at Livonia Mall. From the start, Toros’s approach to business was to provide exceptional service, selection, quality and value. The idea resonated with a devoted regional customer base, and, in the late 1990s, the Livonia store was closed in favor of a newer location in Southland Center, a mall in the growing Detroit suburb of Taylor. In 2021, Motif Jewelers further enhanced its reputation as a premier retail and service destination when a new flagship showroom was opened at the corner of Eureka and Racho roads.
Motif Jewelers stays true to its “customer first” business model by offering fashionable, luxurious, and desirable items, while providing a level of quality, service, and integrity that exceeds customers’ expectations. Throughout the years, this professionalism has not only been embraced by generations of customers, but it has also caught the eye of prestigious national designers like Swarovski, Alex and Ani, Forevermark Diamonds, Movado, and Tissot, many of which have given Motif Jewelers territorial exclusivity to their products.
Other services include jewelry and watch repairs, custom designs, engraving and appraisals that have won repeat customers from across Michigan. We also feature CAD/CAM jewelry design and prototyping capabilities, which easily enable us to turn customers’ inspirations into reality. Motif Jewelers’ core principle of providing exemplary customer satisfaction is embodied by its staff members, who undergo consistent and rigorous product and sales training.
Currently, two generations of the Chopjian family, along with a strong, talented sales and marketing team, helms Motif Jewelers, keeping it on the leading edge of innovation and design trends in America and around the world.
Toros is director of jewelry design and product development. For years, his talent and vision have made the design dreams of Motif Jewelers’ customers come true. From concept to presentation, Toros trains our staff in jewelry design, ensuring top-quality service at all of our locations.
Toros’s son, Eric, is the director of operations for Motif Jewelers. He is a Graduate Gemologist from the Gemological Institute of America, as well as a Certified Gemologist Appraiser from the American Gem Society (AGS). AGS certifies that their jewelers sell quality merchandise in an ethical business environment, thus guaranteeing every Motif Jewelers customer is purchasing a genuine, valuable product from someone with a high level of professional integrity.
Eric also heads our appraisal department, which offers an accurate assessment and valuation of individual jewelry pieces or collections for personal, law enforcement, and insurance clients.
At the Milford location, Toros’s brother, Jacques, shares the family commitment to outstanding customer service. A familiar face there for well over a decade, Jacques is a graduate of the GIA diamond program and is a master diamond setter responsible for hundreds of breathtaking creations. His vast knowledge of the gem and jewelry industry makes him valuable in ensuring our staff is acutely aware of the intricacies of jewelry design and repair techniques.
Jaclyn, Toros’s daughter, is also a familiar face to Motif Jewelers’ customers. Her keen eye for fashion and design, along with outstanding customer service skills, bring a unique skill set to the Motif Jewelers experience. A spring 2013 graduate of the GIA diamond program, Jaclyn graduated in 2017 with a GIA certification in Jewelry Design and Technology, and is currently our Custom Jewelry Advisor, Product Development, and Buyer. Her new skills are paying dividends as her shadowing of Toros in the jewelry design department is allowing us to introduce bold new designs that are becoming customer favorites.
Sarkis Arakelian is our director of jewelry and watch fabrication, and brings an infectious passion for the art of timekeeping to customers and those he trains within our system. He is well versed in every facet of time measurement devices, assuring Motif Jewelers' valued clients of high-quality repairs, crystal fittings, band sizing, and battery installation. Sarkis was certified in 2012 through the Swatch Group, the well-known Swiss maker of Omega, Rado, and Tissot timepieces.
In 2011, the popularity of the dedicated Motif Jewelers team and its product line prompted the addition of a second store at Southland Center. In the summer of 2013, the company grew once more, merging the Chopjian family retail operations under the flagship Motif Jewelers name with the expansion into beautiful downtown Milford. It was there that Milford Jewelers, the longtime village favorite on North Main Street owned by Jack and Tamar, was renamed and revitalized with a new look and improved selection.
Growth came once again in 2017, when the Chopjian family opened Metro Detroit’s largest state-of-the-art jewelry showroom at Southland Center. The company’s original retail location was closed and replaced by an expanded, modernized facility near Macy’s, in the same spot where the smaller, original second store had been located. The desire to have a standalone showroom spurred another address change early in 2021. A newly-designed boutique-style store featuring an open concept and easy navigation of featured brands opened along Eureka Road in Taylor – boosting of Michigan’s hottest development corridors and the area economy.
Today’s Motif Jewelers customer has 24-hour access to shopping a large collection of rings, pendants, watches, and other gift items online at MotifJewelers.com. The site’s “Ring Designer” feature is a popular and exclusive tool for the start-to-finish design of that symbol for eternal love and devotion on one’s special day. Need to consult with one of our jewelry experts? We make it easy with our online appointment feature, the fast, simple, and easy way to schedule a meeting to discuss a purchase or repair.
Motif Jewelers has also embraced social media, allowing its valued and expanding customer base to share, snap, tweet and pin thoughts and wishes on popular interactive websites. In store or online, the Motif Jewelers family is relentless in engaging its customers in the most pleasant shopping experience imaginable.
As technology rapidly changes life for us and future generations, one thing will never change: the Chopjian family’s steadfast belief to provide exceptional service, selection, quality, and value to every customer, every day. That’s the Motif Jewelers way. Motif Jewelers…Where Memories Begin.